Targeted Victory
US Republican digital strategy firm owned by Stagwell, whose staff make up most of the FARA-registered team on Targeted Communications Global's Israeli government account
| Targeted Victory
| |
|---|---|
| Type | Private company |
| Founded | 2009 |
| Founder(s) | Zac Moffatt |
| Headquarters | Alexandria, Virginia, United States (2017) |
| Industry | Political digital strategy, advertising, public affairs |
| Parent | Stagwell |
Targeted Victory is a US digital strategy and marketing agency serving Republican campaigns and corporate clients. It was founded in 2009 by Zac Moffatt, who later ran Mitt Romney's 2012 digital campaign.[1] Stagwell took a stake in 2017, and Responsible Statecraft describes the firm as a Stagwell subsidiary.[2][3] Most of the people registered under the Foreign Agents Registration Act (FARA) to work on its affiliate Targeted Communications Global's Israeli government account are listed as Targeted Victory staff.[4][3]
History
A George Washington University profile says Targeted Victory has served more than 800 campaigns and organisations since 2009. It lists clients including Mitt Romney for President, Speaker Paul Ryan, the National Republican Senatorial Committee, the National Republican Congressional Committee, American Crossroads, General Dynamics and FedEx.[1] Ars Technica reported in 2012 that Targeted Victory, "the firm founded by Romney's Director of Digital Zac Moffatt", was the largest single recipient of the Romney campaign's technology spending, with more than $14 million by the end of October 2012.[5]
In March 2017 the Stagwell Group announced that Stagwell Media had bought a minority stake in Targeted Victory, then "headquartered in Alexandria, Virginia". Moffatt and the managing partners Abe Adams and Ryan Meerstein kept majority ownership, with Stagwell holding an option to take a majority later. Mark Penn said the firm was "exactly the right group to start Stagwell Group's Marketing Incubator".[2] (Stagwell-side source.) Stagwell now describes Zac Moffatt as its Global Chair of Communications and Advocacy, overseeing brands including SKDK and Targeted Victory.[6] Responsible Statecraft reports that its current and past clients include Senators Ted Cruz, Tim Scott and Thom Tillis and the Secretary of State Marco Rubio.[3]
Israeli government work
Staff on the Targeted Communications Global account
Targeted Communications Global (TCG), another Stagwell company, registered under FARA in March 2025 for Israel's Foreign Ministry. From August 2025 it worked for the Government Advertising Agency (LaPam) through Havas.[7][8] Short-form registrations filed for the account give the following Targeted Victory job titles.[4]
| Name | Occupation as filed | Filed |
|---|---|---|
| Brian Martin Schmitt | Managing Director, Targeted Victory | 3 March 2025 |
| Matthew Gorman | Executive Vice President, Targeted Victory | 3 March 2025; 29 August 2025 |
| Rebecca Heisler | Vice President, Targeted Victory | 2 September 2025 |
| Celia Bote | Managing Director, Targeted Victory | 3 September 2025 |
| Eleanor Wallace Hockenbury | Managing Director, Targeted Victory | 3 September 2025 |
| Annelise Butler | Director, Targeted Victory | 29 September 2025 |
Responsible Statecraft reported that "A majority of the foreign agents on the Targeted Communications contract are listed as staff of an affiliate organization, Targeted Victory". It noted that Matthew Gorman, Targeted Victory's chief communications officer, is an NBC contributor and that Meet the Press does not disclose his work for Israel.[3] (Critical.)
Press coverage
O'Dwyer's reported in September 2025 that Targeted Victory was handling media relations and communications consulting for Israel's Ministry of Tourism as a subcontractor to Havas Media Group USA from 29 August 2025. It said Gorman, a former communications director of the National Republican Congressional Committee, led a five-member team that included Rebecca Heisler and Jerrod Dobkin, the founder of Breakpoint Media.[9] (Journalistic.) TCG later paid Breakpoint Media $480,978.08 for "Production".[10] Sludge described Targeted Victory as the "Republican Party-aligned affiliate" of Stagwell that was "working as a subcontractor for Havas", alongside the Democratic-aligned SKDK.[11] (Critical.)
TCG received $9,892,335.58 from Havas Media Germany in October–December 2025. Its largest disbursement was $1,976,014.31 for advertising with X Corp., and it also paid Breitbart News Network $40,000 and the Daily Caller $7,500.[10]
See also
External links
Notes
- ↑ 1.0 1.1 George Washington University Graduate School of Political Management, Moffatt, Zac gspm.gwu.edu, accessed 20 October 2026. GWU-side (biographical).
- ↑ 2.0 2.1 Stagwell Group, Stagwell Media LLC Invests in Targeted Victory PR Newswire, 16 March 2017. Stagwell-side.
- ↑ 3.0 3.1 3.2 3.3 Nick Cleveland-Stout and Julian Cooper, Israel targets X users, right-wing media with $2 million ad push Responsible Statecraft, 22 July 2026. Critical.
- ↑ 4.0 4.1 4.2 Short Form Registration Statements filed for Targeted Communications Global LLC (FARA no. 7553) by B. M. Schmitt (3 March 2025), M. Gorman (3 March 2025; 29 August 2025), R. Heisler (2 September 2025), C. Bote (3 September 2025), E. W. Hockenbury (3 September 2025) and A. Butler (29 September 2025) FARA eFile. FARA filing (primary).
- ↑ Ars Technica, Which consultants built Romney's "Project Orca?" None of them Ars Technica, November 2012. Journalistic.
- ↑ Stagwell, Zac Moffatt stagwellglobal.com, accessed 20 October 2026. Stagwell-side.
- ↑ Targeted Communications Global LLC, Registration Statement (FARA no. 7553) FARA eFile, US Department of Justice, 3 March 2025. FARA filing (primary).
- ↑ Targeted Communications Global LLC, Exhibits A and B (LAPAM through Havas Media Group USA LLC) FARA eFile, 29 August 2025. FARA filing (primary).
- ↑ Kevin McCauley, Targeted Victory Does Media Work for Israel Tourism O'Dwyer's, 3 September 2025. Journalistic.
- ↑ 10.0 10.1 Targeted Communications Global LLC, Supplemental Statement for the period ending 31 March 2026 FARA eFile, 30 June 2026. FARA filing (primary).
- ↑ Donald Shaw, Democratic PR Firm to Run Bot Army for Israel Sludge, 15 September 2025. Critical.